Precision and Rhetoric in Media Reporting About Contamination in Farmed Salmon

This study examined how health risks and benefits are presented in newsprint stories about contamination in farmed salmon. Following recent research, the quality of information was captured as the level of numerical and contextual precision. The authors supplemented and critiqued this analysis with an examination of rhetorical markers of certainty and magnitude. In a census of 83 stories focusing on two research studies, most statements presented information in a qualitative format, deemed to be the least informative for readers, although most stories contained a limited amount of high-precision information, generally as guidelines for consumers. However, journalists' rhetorical practices conveyed conflicting interpretations of the same data, leading to inconclusive messages about risks and benefits. Even highly precise numeric data were often presented in ways that were likely to confuse readers. Results illustrate a need to go beyond analyzing precision levels when studying how the media present scientific research with implications for consumer health, as rhetorical formulations change the meaning of risk statements.